swietek gsca marketing 101 presentation from ottawa
TRANSCRIPT
Giant Screen Marketing 101:Lessons for Success
1. Get in bed with your customers
You Can’t Speak To Someone You Don’t Know
• Research – Nielsen/Claritas
• Focus Groups
• Facebook Polls
• Online Surveys – Survey Monkey,
etc.
• Be a voyeur
• Hang out in the theater and
lobby
2. Plan like Wile E. Coyote
Be Clear And To The Point(Why Tolstoy Would Fail As A
Marketer)
• Strategy
• Overall theater
• Each film
• Creative Brief
FGM’s One-Page Blueprint
• Market Conditions
• Audience Mindset
• Conclusion/Take-Away
• Key Benefit (emotional)
• Key Fact (single-minded
differentiator)
• Support Points
• Character
• Mandatories
Be Clear And To The Point(Why Tolstoy Would Fail As A
Marketer)
• Strategy
• Overall theater
• Each film
• Creative Brief
• FGM form available through
GSCA
• Voice/Character/Personality
• Identify Links/Sponsors
3. You’re different. Act that way.
Creativity Is Not A Talent,It’s A Way Of Operating
• Get ideas everywhere, and from
everyone
• Often better to look outside
organization
• Think boutique for budget
• Cultivate long-term relationships
• Creative doesn’t always mean
spontaneous
• Give yourself time to be creative
4. Leave a mark
Choose One Thing - Do It Very Well
• Integrated is great - Impactful is
better
• Stand WAY out with one media
vehicle
• Only so many arrows in your
quiver
• Never forget this is about an
EXPERIENCE
• Be dramatic
• How can we score free coverage?
• Never ignore FREE
• Calendars, listings, promotions,
etc.
5. Avoid complacency
You’re only as goodas your last film (or ad)
• Measure
• Assess
• Reload
• Maybe more than once
• Stay current – Be curious
Case History
New England Aquarium
Simons IMAX Theatre
Results
• Helped NEA become most visited
Boston attraction for first time in
history
• Opening resulted in back-to-back
10,000+ attendance days
• Worldwide runner-up for best
theater launch in 2002 - 2003
• Worldwide Top-5 IMAX theater in
revenue from 2002-2006
5 Key Points
1. Know your customers intimately
2. Create logical, succinct strategies
3. Act different from everyone else
4. Stand out/be seen in your market
5. Measure, test, reload, challenge
yourself
Rich SwietekFriendly Giant
Marketing207.361.3774
Website